All brands want to sell without seeming pushy and explicit about it.
It is a tightrope balance which is seemingly easy to speak about and equally difficult to execute when distilled into a marketing message, a product presentation and pushed into a call-to-action button. Selling is not selfish. It is necessary and crucial to the survival of a business – be it a good or service. The magic sauce lies in finding the tongue-tickling balance between story-telling and selling. Human hearts are all connoisseurs of stories and when you can tell about your brand, product, service, goods honestly with a dash of humor; you have a winning shot at selling!
A few pointers to get you started
1. Patience: Story telling is combining hard data facts with authentic experiences to create compelling narratives. Story-telling is not an immediate magic pill to have sales conversions. Keeping that in mind, build your narrative patiently and engage with your audience, bringing them stories about the brand that they would not know otherwise.
E.g.: How did your brand start? Do you have the photos of the initial years? How many customers have you served in your journey so far? Is there a story behind a product development that was discovered by sheer luck? Dig into your brand journey, the archives to find the stories and build the narrative, slowly, steadily and never underestimate the power of having a brand that makes people smile.
2. Consistency: The most underrated and absolutely the simplest ever marketing principle. Consistency of brand messaging and story-telling will create a brand connect that is impossible to beat. Most times, to sell, we rely on the intensity of advertising and the occasional PR pill of media engagement; forgetting the ground rule that consistently showing up with simple, heartfelt brand story-telling will give compounded returns of brand engagement.
3. Simplicity: Brand story-telling has to be simple and snackable! Bite sized pieces of information that aren’t too hard to relate to, served with a smile. Keep it crunchy, tasty and addictive. The simpler the story, the easier to read, the easiest to remember. In the age of information overload, remember to simplify to amplify your brand awareness and engagement.
4. Content Chatter: Keep you visual and copy chatter to be minimal and significant. Keep a single story point that is the star of your message. If it is legacy that you are to highlight, keep the focus on the brand history. Nothing else. Multiple messages will either confuse the audience or completely disengage them. Keep the visual and copy aligned, neat and add a dash of quirk, humor or current trends/ news to give your story-selling an instant like, share, follow and heart response !
———————————————————————————————— Matuli Madhusmita Swain
Matuli Madhusmita Swain is a seasoned marketing and communications expert with over 10 years of experience in hospitality, social development and advertising with brands like The Leela Palaces, Hotels and Resorts, Hyatt, Movenpick Hotels & Resorts, IHG, Grey Group and Dr. Reddy’s Foundation.
An actress, author ( Marcomm Cookies, her first book is available on Kindle) , panel speaker at Women Economic Forum, and WICA (Women in Corporate Awards) Nominee; Matuli loves good content, digital storytelling and champions conversations on marketing, leadership, new age work place practices, economics, entrepreneurship, sustainable travel and tourism.